Atari's Cautious Entrance into Web3

TL;DR

Atari – creator of Pong, Pacman and Space Invaders – has just announced that they are launching a new line of merch, exclusively for their NFT holders.
Drops like this allow Atari to dip their toe in the water of Web3, without diving all the way in.
Overall, we’d rate this a 9/10 on the ‘cautious approach to Web3’ scale – but that ain’t a bad thing at all!

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One of the OG gaming companies is combining the fashion and games (exclusive to NFT holders).

Here’s what we’re on about:

Atari – creator of Pong, Pacman and Space Invaders – has just announced that they are launching a new line of merch, exclusively for their NFT holders.

Specifically, they’re launching new versions of the Atari Club member jackets inspired by the 1980s originals.

We kind of love this because…

If there’s one tried and true method of marketing, it’s through exclusivity.

By making their jackets exclusive to ARC NFT holders, Atari is saying: “Wanna wear our uniform? Gotta be in the club.”
Drops like this allow Atari to dip their toe in the water of Web3, without diving all the way in.

While Atari has always been at the forefront of gaming, Atari X director, Tyler Drewitz, who oversees the company’s crypto-powered activations suggested in an interview with Decrypt that they’re still figuring out the best ways to implement Web3 into their games.
Most of all, we love this because, it’s really hard to build a brand from scratch.

We’ve seen it a few times in the Web3 space with BAYC and Pudgy Penguins (to name a few), but boy if that isn’t doing it the hard way.

Atari, on the other hand, has over 50 years of brand recognition. It has nostalgia, it has millions of users, and it has an opportunity to take the good parts of Web3 (NFT communities, in-game NFTs, crypto etc.) and offer them in unique ways, without the need to simultaneously build their brand.